A woman who worked as a copywriter for Young & Rubicam (Y&R) in Indonesia has reportedly died after working for 30 hours in a row.
A December 14 post on her Twitter page said: "30 hours of working and still going strooong (sic)."
The post is believed to be Mita Diran's last. Some reports state that she was 27 years old when she died.
Mita Diran's death has sparked online interest, with many offering condolences and calling for advertising employees not to work themselves too hard.
Netizens have since flooded Ms. Diran's Twitter feed with comments and the tag #AgencyLife.
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Reports from Indonesian news sites said that her father, Yani Sharizal, had posted an online message saying that his daughter was in a coma after working non-stop for three days.
"She collapsed after continuous working overtime for three days last night. Working over the limit. I have not slept since then," he said.
Later, an update to that message stated that the young employee had died. Her death was blamed on a combination of being overworked and excessive consumption of an energy drink.
Y&R Indonesia confirmed via its Facebook page that Mita had died on December 15.
A message posted on the Y&R page said:
"Dear Friends and Colleagues in the Advertising & Marketing community,
"It is with a heavy heart and deep sadness that we have to inform you we have lost our friend, sister, and work colleague, Mita Diran, earlier this evening. Mita was a talented copywriter with a gentle smile who will always live on in our hearts.
"We have been to Mita's family residence tonight and expressed our sincere condolences on behalf of Y&R Group Indonesia. It is a great loss and we wish Mita's family the faith and strength in each other in going through this extremely difficult time.
"Tomorrow, December 16, we will close the office for the day to pay our last respects to Mita at her funeral at Jeruk Purut cemetery at 10 AM. Let us all take a day of silence tomorrow and give Mita's family the support and prayers that they need, from the bottom of our hearts."
Earlier this year, an Ogilvy employee in Beijing collapsed after suffering a heart attack at work. While reports pointed out that Li Yuan had worked overtime prior to his death, the cause of his cardiac arrest was not known.